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IIP PROJECT REPORT

Consumer behavior and Consumer buying pattern of

Times of India Magazines with reference to BBC

Knowledge, Top Gear and Lonely Planet.

Report Submitted in Partial fulfillment of POST GRADUATE DIPLOMA IN MANAGEMENT

(TRIPLE SPECIALISATION)

SUBMITTED TO SUBMITTED BY

VIBHUTI ANAND SUSHANT SASMAL


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Declaration:

I Sushant Sasmal declare that this project titled Study on consumer behavior and buying pattern of Times

of India Magazines with reference to BBC Knowledge, Top Gear, and Lonely Planet in Hyderabad is a

record of an original work done by me under the guidance of Mr. Vibhuti Anand of Times of India

Hyderabad and this project work is submitted in the partial fulfillment of the requirement for the award ofPost Graduate Diploma In Management. The results embodied in this report have not been submitted to

any other university or institute for the award of any degree or diploma.

Place: Hyderabad Signature

(Sushant Sasmal)


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Acknowledgement:

I take this opportunity to extend my sincere thanks to Siva Sivani Institute of management, Hyderabad

and The Times of India Group for offering me an unique platform to earn exposure and garner knowledgein the field of Sales and Marketing.

First of all, I extend my heartfelt gratitude to my project guide Mr. Vibhuti Anand, magazine head at

Times of India, Hyderabad for having made my summer training a great learning experience by giving me

his guidance, insights and encouragement which acted as a continuous source of support for me during

this entire period. I would also like to thank Mr. Ajay reddy of TOI, Hyderabad for his help and guidance

in sales and all my colleagues for their sincere cooperation, without which the success of this project

wouldnt had been possible.

I would also like to express my profound gratitude to my faculty guide Assitant Prof. Mr.M.Chaitanya for

his constructive support during the summer internship period, which leads to successful completion of myinternship at Times of India, Hyderabad.

Place: - Hyderabad Sushant Sasmal

Date: - 3th July, 2014 PGDM, 2013-15

Siva Sivani Institute of Management


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Introduction:

Print media is one of the most powerful and cost effective medium to transfer information andknowledge. The print media industry in India is more than a century old and is a well establishedindustry. This industry mainly comprises of publishing newspapers and magazines. For about 600 years

printing has been basic tool of mass communication, storing and dissemination of information andknowledge.

TheTimes of India was founded in 1838 as The Bombay Times and Journal of Commerce by Bennett,Coleman and Company, a colonial enterprise now owned by an Indian conglomerate. The TimesGrouppublishesThe Economic Times (launched in 1961),Navbharat Times(Hindi language), andtheMaharashtra Times (Marathi language). In the 1950s 214 daily newspapers were published in thecountry. Out of these, 44 were English language dailies while the rest were published in various regionaland national languages. This number rose to 2,856 dailies in 1990 with 209 English dailies. The totalnumber of newspapers published in the country reached 35,595 newspapers by 1993 (3,805 dailies)

The print media is considered to be one of the most flourishing industries today. This medium is alsoparticularly very popular to reach the target audience for advertisers. The different types of print mediagive a plethora of options for people to reach a varied bracket of users. So, be it newspapers or magazines,every medium has its particular advantages, a thing which should be considered to be of utmostimportance by all advertisers and clients. However, print media. Different types of print media(newspapers and magazines) have a loyal readership. This can be very useful for advertisers as comparedto advertising on the Internet. Certain forms of print media have a very loyal fans following in terms ofreaders. This would guarantee you added readership. Magazines and newspapers are always in the eyeamongst public. Magazines are read for a period of a month, which brings more attention to anadvertisement.

India has the second largest population in the world and is one of the fastest growing economies in theworld. Along with these the increasing level of income of people and the robust competition in thisindustry helps print its growth. Producers are increasing day by day, new entrants from outside India isalso a factor of tough competition. Times group is well renowned for being the first movers and market

leaders in the print industry. Ernst & Young said in their survey report Indian magazine segment:Navigating new growth avenues, it has been said that out of the 20 most read magazines in India, onlythree magazines are in English, while the remaining are in Hindi and other regional languages. Thissurvey also said that more than 300 million literate individuals do not read any publications. The revenuesources for a magazine are subscription, single copy sales and advertisement. Approximately 73 percentof revenue comes from advertising and 27 percent media in from circulation. According to ArcGate, thedramatic effects of internet and globalization in current scenario are playing high impact on media

industry. Even people are now consuming news and information from internet through computers ormobiles, the popularity of print media is not decreasing. To avoid declining of market share in front ofother media the producer must able to produce high quality printed content and magazines. They alsoneed to make the contents available on mobile and web platforms to provide a choice to its subscribers toexplore the contents anytime anywhere.
http://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Navbharat_Timeshttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Maharashtra_Timeshttp://en.wikipedia.org/wiki/Marathi_languagehttp://en.wikipedia.org/wiki/Marathi_languagehttp://en.wikipedia.org/wiki/Maharashtra_Timeshttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Navbharat_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/The_Times_of_India


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1. The survey was conducted only in Hyderabad city,so it cant give a completely accurate picture of customers perception and buying behavior pan India.2. The project duration was very short as 2 months, and in this short span of time gathering genuine feedback inquestionable.3. It was a sample survey of only 342 clients, which is very small and the authenticity of the data is questionable.4. As the questionnaire consist of both the open and close ended questions,the client was half force to answer in

selective choices,it could result in forced choices error.In the same in the open ended question if the client doesnot answer any questions it could have resulted in non response error.5.Inability to respond to the questionnaire due to lack of time.6. As the study was done in a limited time investigator couldnot select large sample for the study.

Objectives:1. To study about consumer behavior in context of magazines provided by TIMES GROUP 2.To study the buying pattern of customers subscribing to magazines providedby TIMES GROUP3. To identify the problems experienced by the customers before purchase of the magazines.4.To receive the suggestions of the consumer in the context of getting better offer and service from TIMES OF

INDIA.


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Industry overview:

Print Media in India is more than a century old and a well-established industry. The print industry mainlycomprises of newspaper and magazine publishing. Book publishing is smaller but significant in terms of revenue.Even though it's a mature industry, new magazines are being launched every year. The objective is to achieve60% growth by the year 2014. The printing industry in India is highly fragmented. Newspapers and magazinepublishing section have the large printers apart from a few in package, label and commercial printing. About 77%of the printing houses are family owned. From 2002 onwards the government allowed foreign investment. Foreigninvestors can now invest up to 26% in daily newspapers and 100% in scientific or other publications withgovernment approval. Printing sector has evolved from a manufacturing industry into a service industry in Indiaof late.Publishing have come up to the international standards as well.

The magazine industry is going through a tough phase in India just like in other countries. Newspapers have

added supplements to their main issue and infringed on the content covered by magazines earlier. Televisionchannels have launched in different genres that didn't exist a few years back. And with the increased penetrationand adoption of the Internet in the country, more people are now consuming news and stories on different topicson the web and mobile. There is still a demand for high quality print content and magazines need to deliver onthat need to avoid losing market share to other mediums. In addition, they also need to explore and distribute theircontent on the web and mobile platforms to give choice to their subscribers to consume content from anywhereand at any time.

India has 49,000 publications, but annual revenues total just $1.1 billion. Most lack technology, marketing, andcapital to grow which has resulted in a handful of publications dominating the market with the Times of IndiaGroup being the market leader. Distribution is critical for a magazine since it has to be readily available andmarketed to consumers. Big publications have strong distribution network set up.

Retail: magazines are available in retail outlets for sale. The retailer gets a commission on the sale price.Subscription: publisher signs up subscribers directly or through partners and delivers the issues in mail.Selective Distribution: Special sponsored copies are distributed in airplanes and hotels.

With the growth coming from Tier-2 and Tier-3 cities, magazines have to expand their distribution channelaggressively in those locations and localize content where needed.


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The print industry in India is highly fragmented due to the large number of local languages. Regional languagepublications own 46 percent of the market share, Hindi language publications cover 44 percent and the remaining10 percent is served by English publications. The primary penetration of English language magazines currently isin metros and urban centers though the growth is widening to smaller cities as the education and income levelsincrease among the middle class.With the opening up of Foreign Direct Investment (FDI) policy, several international publishers are aggressively

entering the market and this trend is expected to continue.There's little doubt about India's market potential. According to a national survey, 248 million literate adults stilldon't read any publication. Readership of newspapers and magazines is up 15% since 1998 to 180 million. It's areflection of a younger, more educated population, especially in smaller cities.

Types of print media-

Print media includes many different ways to reach a target group. Here are some of the different types of printmedia. Print media however, is one of the oldest forms of communications. Print media also remains to be one ofthe most popular form of advertising because it can reach a wider target audience .There are various differenttypes of print media which help advertiser to target a particular segment of people. Here a quick look at some of

the various types of print media.

Newspaper:Newspaper is the most popular forms of print media. The advertiser in this case from a dailynewspaper to a weekly. Different types of newspaper cater to various audiences and can select the particularcategory accordingly. Advertisers them design press advertisement where in the size is decided as per the budgetof the client.

Magazines: Itsalso offers advertisers an opportunity to incorporate various new techniques and ideas.Magazines are one such form of print media that give a more specific target group to the client. The client canmake a choice of the particular magazines as per the product.

Newsletters: It also forms an important part of print media. These target a specific group of audience and give

information on the product.

Broachers: It gives detailed information of the product. These are mainly distributed at events or even at the mainoutlet when a consumer needs to read in detail about the product.

Posters: Posters are forms of outdoor advertising. The massage in a poster has to be brief and eye catching as itperson on the move.

Apart from these media, handbills/leaflets, banner, billboard, press release etc are all the various types of printmedia.


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Company Overview:

CHAIRPERSON-INDU JAIN

Co-Chairman-Sameer Jain MD-Vineet Jain BOD

Entertai

nment

Network

India ltd

Brand

capita

Times

Global

broad

casting ltd

Times

business

solution

World

Wide

Media

Time

internet

Limited

Times

Of

Money

Time

Innova

tive

Media

ltd

Subsidiary Companies

CEO

Sunder

Hemrajani

CEO

Prashant

Pandey

CEO

Satyan

Gajwani

President

Avijit

Nanda

CEO

Sunil Lulla

CEO

Debashish

Ghosh

CEO

Tarun Rai

CEO

S .

Sivakumar

TIMES GROUP


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Ravi Dhariwal , CEO BCCL

Arnab Das Sharma

President Response

Sanjeev VohraExecutive

President Audience RMD

West Senior VPEast Senior VP North SeniorVP

Subroto Guha

South Senior VP

RMD head AP

Amit Prasad

Shrijit Mishra - COO Editor in Chief

Senior Reader Relation

executive

Project trainee

Sushant Sasmal

City SalesB.Srinivasan MagazinesVibhuti Anand NIE-P.Sushsala


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Organizational Profile The Times Group (Also referred as Bennett, Coleman & Co. Ltd.) is the largest companyin media and entertainment industry in India and South Asia. It has completed 175 years of its journey in mediaindustry from 1838, established in Mumbai. Starting off with The Times of India which is now the largestEnglish publication in the world, BCCL and its subsidiaries (called The Times of India Group), are present inevery existing media platform Newspapers, Magazines, Books, TV, Radio, Internet, Event Management,Outdoor Display, Music, Movies and more. Having strength of more than 11,000 employees, its revenue isexceeding $1.5 Billion, it has the support of more than 25000 advertisers and a vast audience spanning across theworld. Key Business areas: Publishing, Television Digital, Out of Home advertising, Other Activities .BennettColeman & Co. Limited was founded in 1892 and is based in Mumbai, India.

Publishing: Largest publisher in India: 13 newspapers, 18 magazines, 16 publishing centers, 26 printing centers.Largest English newspaper in India by circulation (and the world), the Times of India. Largest Businessnewspaper in India by circulation (2nd largest English Business daily in the world, behind WSJ), the Economic

Times. Largest NonEnglish newspapers in Mumbai, Delhi, Bangalore by circulation (Indias three largest cities).Television: Largest English News TV Channel, No. 2 English Business News TV Channel. Largest BollywoodNews and Lifestyle TV Channel, No. 2 English Movies TV Channel. Digital: Largest Indian network based ontraffic and revenue (behind Google, Facebook, Yahoo). Operates 30+ digital businesses, most of which are Top 3in their competitive segment. Most popular B2C mobile short code in India, across SMS, voice, WAP, and USSDRadio. Largest radio network in India by revenue and listenership, with 32 stations. Operates the largest rockradio station in the UK. Out-of-home: Largest Outofhome advertising business in India with presence in allmajor metros. Owns advertising contracts in most major airports in India. Other Activities: Music, Movies,Syndication, Education, Financial Services, Event Management, Specialized publications - including books and

multimedia.

World Wide Media:

World Wide Media - started off as a 50:50 magazine joint venture between BCCL and BBC magazines. In August2011, it was announced that Bennett, Coleman & Co. bought out the remaining 50 per cent shares of WorldwideMedia from BBC Worldwide thereby making World Wide Media a fully owned subsidiary of BCCL.

Film fare

Femina

Top Gear Magazine India

BBC Good Homes

BBC Good Food

Femina Hindi

Grazia

What to Wear

The Economist

Lonely Planet


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Hello

Home trends

The success of the organization has been guided by a simple thoughttreating the newspaper not as a commodity or product

but as a Brand, whose prime objective is to serve its readers and advertisers. BCCL promotes a culture of constant learning,

innovation and fun at work. Their Employee Value Proposition boasts of abundant career development opportunities; benefitslike life, medical, accident insurance, scholarships for employees' children, education assistance for employees; monetary as

well as non-monetary reward and recognition; and employee engagement initiatives like Corporate Holiday Packages

,Employee Clubs etc. strong focus on Corporate Social Responsibility, led to setting up of the Times Foundation, which has

single-mindedly worked towards adding value to the society through its services. It acts as a catalyst by leveraging its core

competence as a part of an apex media organization to bring social change in sectors like education, health, poverty

alleviation, public-private partnership, etc.

Competitor analysis:Magazine industry is a growing industry in India and serious competition is going on in this industry, though

BCCL enjoys the advantage of being the first mover and market leader in this industry but still it has too much

competition from other players in the same industry as well which are as follows :

Womens Magazine

Femina- womans era, new woman, cosmopolitan etc.

Fashion and celebrity Magazine

Grazia, Hello- Verve, Vogue etc.

Automobile Magazine

BBC Top Gear- Overdrive, Auto Car, car, BS motoring etc.

Bollywood and Movies Magazine

FilmFare- Stardust, Cineblitz, movie etc.

Interiors Magazine

BBC Good Homes- Ideal Home, Home & Gardenb plus, Architectural Home Trends Architecture Design

Travel Magazine

Lonely Planet-Travel plus, Outlook Traveler, National Geographic Traveler etc.

Science and knowledge Magazines

BBC Knowledge- Knowledge Food and Catering Popular science India, Readers Digest etc.

Food Magazines


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BBC Good - Food Khana Khazana etc.

PRODUCT INFORMATION:1) BBC Top Gear is the worlds leading automobile magazine since 1993. In India, it has an image of straightesttalking and most entertaining automobile magazine. It has now 17 international editions. It include the in-depthbuying information, with the review and buyers guide. It also includes a comprehensive listing of every single carand bike available in the market to give the readers a real experience.

Publisher: World Wide MediaLanguage: EnglishFrequency: MonthlyMagazine Type: Automobile MagazineCover Price: Rs 150/-

Competitors:

1.Auto car2.Overdrive3.BS Motoring4. Car

USP:

1. Next to market Leader2. High Brand Awareness3. High Brand loyalty4. High brand equity

2) Lonely Planet Lonely Planet India magazine aims to inspire and enable travelers to connect with the world. Ithas been treated as the worlds most trusted source on travel. Inspiring you to sample different cultures first -hand,discover new people, and learn fascinating stories.


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Publisher: World Wide MediaLanguage: EnglishFrequency: MonthlyMagazine Type: Tour & Travels MagazineCover Price: Rs 150/-

Competitors:1. Travel plus,2. Outlook Traveler,3. National Geographic Traveler

3) BBC Knowledge It has been created as a premium product for young and inquisitive minds. BBC Knowledgeis a bi-monthly magazine, aiming at those, who are looking for knowledge based on science, history and nature.The Indian edition of BBC Knowledge follows in the footsteps of the first edition launched in the United States inAugust 2008, which was an instant success - being voted among the Top 10 newly-launched magazines of 2008by Library Journal, USA. Besides Indian and USA, BBC Knowledge is also available internationally in theUnited Kingdom, Brazil, Singapore and Bulgaria.

Publisher: World Wide MediaLanguage: EnglishFrequency: BimonthlyMagazine Type: Knowledge MagazineCover Price: Rs 125/-

Competitors:1.

Knowledge Food and Catering Popular science India,2 Readers Digest


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SWOT ANALYSIS:

STRENGTH :

1. Strong brand presence.2. Leaders in Lifestyle Magazines3. Pricing strategy4.Value for money5.Goodwill in the market.6. International Exposure.

WEAKNESS:

1. After sales service issue.2. Less promotion3.Unavailaiblity in vernacular languages.4. Language barriers5. Tough competition in the industry raises limited scope for increasing market share.

OPPORTUNITY:

1. It has better opportunity in regional language publications in India.2. It can also penetrate in the online market, by making its contents available online. So that users can avail this

on their computers and mobiles.3. Rising Literacy in India.4. Expanding magazine industry in India.5. Globalization of culture in India, Entertainment, business, fashion etc.6.English is becoming the most preferred language in India.

THREAT:

1. Main threat comes from its competitors. Basically local language publications can take over its market share.


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Because most of the customers in Hyderabad prefer Telugu publications.2.Major International and national players are entering into the magazine market,i.e. Forbes,Vogue,TIME etc.3.Electronice media and internet are major threat for Times Group Magazines.4. Rental plan offered by the local magazine vendors.

Research Methodology Task

As a part of summer internship program the work assigned was to sell subscription and collect data for thevarious magazine published by world wide media and sold and distributed by Times of India and also tocollect renewal from the expired subscribers

Research Methodology

Objective

To explore the customer demand in term of price, quality and services for magazine published byWorld Wide Media.

To find out the reasons why some subscribers discontinue their subscriptions.

Problem definition

What are the various aspects in which world wide media is lacing behind in fulfilling the customersdemand?

Research methodology

This exploratory research has been conducted through primary data. The data is qualitative as wellquantitative. The data has been collected through door-door visit.

Research Design

Geographical location- The geographical location taken for the purpose of data collection and theresearch is from Hyderabad city.

Sample size- The sample size for collecting primary data is 342. The sampling will be donethrough convince sampling.


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Analysis and interpretation:

Are you a regular subscriber of magazine?

FINDINGS:

55%

45%

Chart Title

NO

YES

NO 57.89

YES 47.37


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There is a scope for the company to convert these people into regular subscriber through the various schemes andoffers offered on annual subscription. This also shows that Lonely Planet readers are very much satisfied with itscontent and want it on a regular basis.

If No, what makes you to subscribe?

FINDINGS:

Majority of readers i.e 39.74% who dont subscribe to magazines regularly want to subscribe now to BBC K for

all the above mentioned reasons i.e Discount,Home Delivery and On Time Delivery. While 37.18% people wantto subscribe specifically because they want it at their convenience of location, 20.51% people want it for thediscount on subscription and 2.92% people want to subscribe for On Time Delivery.

INTERPRETATION:

The reasons like Discount, Home Delivery and On Time Delivery play a major in making customers subscribe to

ALL THE ABOVE 39.74

DISCOUNT 20.51

HOME DELIVERY 37.18

ON TIME DELIVERY 2.92

0.00

20.00

40.00

60.00

ALL THE ABOVE DISCOUNT HOME DELIVERY ON TIME DELIVERY

Chart Title

Series1

BBC K


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the magazine and convert them into a regular reader of BBC K, hence if these reasons are taken care it would leadto great boost in sales.

FINDINGS:

Majority of readers i.e. 42.25% who dont subscribe to magazines regularly want to subscribe now to Top Gearfor all the above mentioned reasons i.e Discount, Home Delivery and On Time Delivery. While 25.35% people

want to subscribe specifically because they want it at their convenience of location, 26.76% people want it for thediscount on subscription and 5.63% people want to subscribe for On Time Delivery.

INTERPRETATION:

ALL THE ABOVE 42.25

DISCOUNT 26.76

HOME DELIVERY 25.35



Series1 42.25 26.76 25.35 5.63

42.25

26.7625.35

5.63

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

Series1

Top Gear


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The reasons like Discount, Home Delivery and On Time Delivery play a major in making customers subscribe tothe magazine and convert them into a regular reader of Top Gear, hence if these reasons are taken care it wouldlead to great boost in sales.

FINDINGS:

Majority of readers i.e. 40.35% who dont subscribe to magazines regularly want to subscribe now to LonelyPlanet for all the above mentioned reasons i.e Discount, Home Delivery and On Time Delivery. While 14.04%people want to subscribe specifically because they want it at their convenience of location, 14.04% people want itfor the discount on subscription and 31.58% people want to subscribe for On Time Delivery.

INTERPRETATION:

ALL THE ABOVE 40.35

DISCOUNT 14.04

HOME DELIVERY 14.04



Series1 40.35 14.04 14.04 31.58

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

AxisTitle

Chart Title

Lonely Planet


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The reasons like Discount, Home Delivery and On Time Delivery play a major in making customers subscribe tothe magazine and convert them into a regular readers of Lonely Planet, hence if these reasons are taken care itwould lead to great boost in sales. On time delivery being a major priority among people who want to subscribe toGood Homes.

Where do you usually get your magazine from?

0.00

5.00

10.0015.00

20.00

25.00

30.00

35.00

40.00

45.00

others retail storeas subscription vendor

Series1 14.91 32.46 43.86 10.53

AxisTitle

Chart Title

BBC K

others 14.91 17

retail

storeas 32.46 37

subscripti

on 43.86 50

vendor 10.53 12


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FINDINGS :

Most of the readers who read BBC K i.e 43.86% like to buy the magazine through annual subscription,32.46%people like to buy it from retail stores,10.93% from vendor and 14.91% people like to buy it from other sources.

INTERPRETATION: As most people are buying BBC K through subscription it is good news which meanspeople believe in the brand and want to have a continuous access to the magazine at their preferred location.

FINDINGS:

42.11% of people buy Top Gear from retail outlets while annual subscription and vendor sales are 27.78% and19.30% respectively, there are very few other sources of buying Top Gear i.e. 3.51% only.

INTERPRETATION:

Mostly people buy Top Gear Magazine from retail stores and are unaware of the annual subscription schemesand offers, company can exploit this opportunity.

others 3.51 4

retail stores 42.11 48

subscription 27.78 40

vendor 19.30 22

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

others retail stores subscription vendor

Series1

Top Gear


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FINDINGS:

Majority of Buyers of magazine Lonely Planet i.e. 71.93% of people buy it through annual subscription, whileretail stores and vendor sales comprise about 16.67% and 10.53% of buyers and other sources being veryminimalistic i.e. 0.88%.

INTERPRETATION:

Lonely Planet being an interior decoration magazine is highly preferred by buyers at their convenience oflocation and they less prefer to buy it through retail stores and vendors, hence to make this magazine morepopular and to increase its sales more effort should be put on annual subscription sales.

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

other retail stores subscription vendor

Series1 0.88 16.67 71.93 10.53

Series1

Lonely Planet

other 0.88

retail stores 16.67

subscription 71.93

vendor 10.53


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FINDINGS:

60.53% of people who buy BBC K are solely for the purpose content,19.30% people focus on price,10.54%people focus on brand names and 2.63% people focus on gifts provided with the magazines bought.

INTERPRETATION: BBC K has very rich content according to the people who use it and they strongly connectto the content of the book, so readers who are regular readers of BBC K would be least bothered about the priceand other stuffs of the magazine and would continue buying the magazine till the content maintains the same levelof standard.

FINDINGS:

BRANDS 27.02

CONTENT 38.60

GIFTS 6.14

PRICE 33.77

27.02

38.60

6.14

33.77

BRANDS

CONTENT

GIFTS

PRICE

Top Gear


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38.60% percentage people who buy Top Gear magazine prefer it because of its content and 33.77% of people whobuy Top Gear are price conscious people while 27.02% of people who buy Top Gear are brand conscious whilegift conscious people who buy Top Gear magazineare 6.14% only/

INTERPRETATION: As there are heterogeneous group of people who buy Top Gear hence the company has to

keep in view all the readers with aiming its focus mainly on content and pricing which would help it continuingbeing successful in the market place.

FINDINGS: 76.32% of people who buy Lonely Planet are concerned with the content of the magazine while restother factors comprise of very minimalistic values; Price and branding being 8.77% each while Gifts and othersfactors being 5.26% and 0.88% respectively.

INTERPRETATION: Lonely Planet magazine is preferred by customers purely because of its rich content thatappeals to the customers and as long as the standard of the content is unaltered or is improved from time to timethe magazine would keep maintaining its position as the market leader in the market place.

BRANDS 8.77

CONTENT 76.32

GIFTS 0.88

OTHERS 5.26

PRICE 8.77

Series1

0.00

20.00

40.00

60.00

80.00

BRANDSCONTENT

GIFTSOTHERS

PRICE

8.77

76.32

0.885.26

8.77

BRANDS CONTENT GIFTS OTHERS PRICE

Series1 8.77 76.32 0.88 5.26 8.77

Series1

Lonely Planet


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Do you think this magazine is value for money?

FINDINGS:

81.58% people who read BBC K believe the magazine is value for money and 23.91% people believe it is not.

INTERPRETATION:

The findings clearly show that the price to content ratio is well balanced in BBC K and people derive great valueand pride in possessing this magazine.

0%

20%

40%

60%

80%

100%

NO

YES

23.91

81.58

NO YES

Series1 23.91 81.58

Series1

BBC K


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FINDINGS:

90.35% people who read Top Gear believe the magazine is value for money and 9.65% people believe it is not.

INTERPRETATION:

The findings clearly show that the price to content ratio is well balanced in Top Gear and people derive great

value and pride in possessing this magazine.

NO 9.65

YES 90.35

0.0020.00

40.0060.00

80.00100.00

NO

YES

9.65

90.35

NO YES

Series1 9.65 90.35

Series1

Top Gear


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FINDINGS:

100% people who read Lonely Planet believe the magazine is value for money and 0% people believe it is not.

INTERPRETATION:

The findings clearly show that the price to content ratio is the best balanced in Lonely Planet and people derivegreat value, pride and pleasure in possessing this magazine.

NO 0

YES 100

Series1

0

50

100

NO

YES

0

100

NO YES

Series1 0 100

Series1


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Which kind of offer do you prefer?

FINDINGS:

The offer cash discount on the cover price of the magazine is the most appealing feature to the customers whoread BBC K as this segment comprises of 78.95% of people, while people preferring Gifts and other offerscomprise of only 14.04% and 7.02% respectively.

INTERPRETATION:

As most of the readers prefer Cash Discount on the cover price as an offer over gifts the company should focusmostly on coming with innovative pricing strategy for BBC K magazine and its main focus should be on how thecash discount offer can be connected to the individual customer who wants it without tarnishing the image of thebrand.

CASH DISCOUNT 78.95

GIFT 14.04

OTHERS 7.02

Series1

0.00

20.00

40.00

60.00

80.00

CASH DISCOUNTGIFT

OTHERS

78.95

14.04

7.02

CASH DISCOUNT GIFT OTHERSSeries1 78.95 14.04 7.02

Series1

BBC K


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FINDINGS:

The offer cash discount on the cover price of the magazine is the most appealing feature to the customers whoread Top Gear as this segment comprises of 83.33% of people, while people preferring Gifts and other offerscomprise of only 13.16% and 3.51% respectively.

INTERPRETATION:

As most of the readers prefer Cash Discount on the cover price as an offer over gifts the company should focusmostly on coming with innovative pricing strategy for Top Gear magazine and its main focus should be on how

CASH DISCOUNT

GIFT

OTHERS

Top Gear

CASH DISCOUNT 83.33

GIFT 13.16

OTHERS 3.51


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the cash discount offer can be connected to the individual customer who wants it without tarnishing the image ofthe brand.

FINDINGS:

The offer cash discount on the cover price of the magazine is the most appealing feature to the customers whoread Lonely Planet as this segment comprises of 75.44% of people, while people preferring Gifts and other offerscomprise of only 14.04% and 10.53% respectively.

INTERPRETATION:

As most of the readers prefer Cash Discount on the cover price as an offer over gifts the company should focusmostly on coming with innovative pricing strategy for Lonely Planet magazine and its main focus should be onhow the cash discount offer can be connected to the individual customer who wants it without tarnishing theimage of the brand.

CASH DISCOUT 75.44

GIFT 14.04

OTHERS 10.53

0.0020.00

40.0060.00

80.00

CASH DISCOUT

GIFT

OTHERS

75.44

14.04

10.53

CASH DISCOUT GIFT OTHERS

Series1 75.44 14.04 10.53

Series1


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How did you come to know about our magazine?

FINDINGS:

Majority of the people i.e. 71.93% of people who read BBC K or started reading BBC K got to know about it

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

EXHIBITION INTERNET OTHERS TV ADS WORD OF

MOUTH

Series1 1.75 9.65 14.04 2.63 71.93

1.75

9.6514.04

2.63

71.93

Series1

BBC K

EXHIBITION 1.75

INTERNET 9.65

OTHERS 14.04

TV ADS 2.63

WORD OF MOUTH 71.93


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FINDINGS:

Majority of the people i.e. 67.54% of people who read Lonely Planet or started reading Lonely Planet got toknow about it through word of mouth while only 1.75% of people got to know about it though Internet and 4.39%and 26.3% of people got to know about this magazine through kiosk and other sources.

INTERPRETATION:

INTERNET 1.75

KIOSK 4.39

OTHERS 26.32

WORD OF MOUTH 67.54

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

INTERNET KIOSK OTHERS WORD OF

MOUTH

Series1 1.75 4.39 26.32 67.54

1.754.39

26.32

67.54

Series1


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Lonely Planet is very popular, very good and highly interactive hence word of mouth advertising is very high forit i.e. most of the people who read this magazine recommend it to others as well. The companys main focusshould be on how it can work upon this word of mouth advertising of their magazine as it is very affordablemethod in terms of cost and is highly believed by customers as well.

How much do you spend for magazines in a month?

FINDINGS:

35.96% of people who buy BBC K like to spend Rs.101-200 on magazines in a month while 28.07% of peoplespend less than Rs.110,7.89% of people spend between Rs.201-300,14.04% of people spend between Rs.301-400,14.04% of people spend above Rs.400 in a month over magazines.

INTERPRETATION:Majority readers of BBC K do like to spend considerable amount of money on magazines.BBC K being a fortnightly magazine with its cover price being Rs60 an issue and a 50% discount on annual

28.07

14.0435.96

7.89

14.04400

RS.101-200

RS.201-300

RS.301-400

BBC K

400 14.04

RS.101-

200 35.96

RS.201-

300 7.89RS.301-

400 14.04


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subscription, the company can enjoy a great flexibility in its pricing or offers when it comes to the readers of BBCK, or it can even cross sell various other magazines to BBC K readers.

FINDINGS:

44.74%% of people who buy Top Gear like to spend Rs.101-200 on magazines in a month while 26.32% ofpeople spend less than Rs.110,18.42% of people spend between Rs.201-300,7.02% of people spend betweenRs.301-400,3.51% of people spend above Rs.400 in a month over magazines.

INTERPRETATION:Majority readers of Top Gear like to spend considerable amount of money on magazines.26.32% people spendless than Rs.100 on magazines but still like to have Top Gear magazine with them, these people can be targetedwith annual subscription and cash discount schemes.

400 3.51

RS.101-200 44.74

RS.201-300 18.42

RS.301-400 7.02

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

400 RS.101-200 RS.201-300 RS.301-400

Series1 26.32 3.51 44.74 18.42 7.02

26.32

3.51

44.74

18.42

7.02

Series1

Top Gear


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Does this brand match your life style?

FINDINGS:

AGREE 30.70

DISAGREE 9.65

NEITHER

AGREE ORDISAGREE 41.23

STRONGLY

AGREE 11.40

STRONGLY

DISAGREE 8.77

0.00

10.00

20.00

30.00

40.0050.00

AGREEDISAGREE

NEITHER

AGREE OR

DISAGREE

STRONGLY

AGREESTRONGLY

DISAGREE

30.70

9.65

41.23

11.408.77

AGREE DISAGREE NEITHER AGREE ORDISAGREE

STRONGLY AGREE STRONGLYDISAGREE

Series1 30.70 9.65 41.23 11.40 8.77

Series1

BBC K


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30.70% of people who buy BBC K are agree that this brand their lifestyle. 9.65% of people are Disagree, 41.23%of people are neither agree nor agree,11.40% of people are strongly agree,8.77% of people are strongly disagree.

INTERPRETATION:Majority readers of BBC K, are neither agree nor disagree so company should change something sothat this brand

will match their lifestyle.

FINDINGS:

55.96% of people who buy Top Gear are agree that this brand their lifestyle. 9.65% of people are Disagree,

22.81% of people are neither agree nor agree,13.16% of people are strongly agree,3.51% of people are stronglydisagree.

INTERPRETATION:Majority readers of Top Gear, are agree.

AGREE 55.96

DISAGREE 9.65

NEITHER

AGREE OR

DISAGREE 22.81

STRONGLY

AGREE 13.16

STRONGLY

DISAGREE 3.51

0.00

10.00

20.00

30.00

40.00

50.00

60.00

AGREE DISAGREE NEITHER

AGREE OR

DISAGREE

STRONGLY

AGREE

STRONGLY

DISAGREE

Series1 55.96 9.65 22.81 13.16 3.51

55.96

9.65

22.81

13.16

3.51

Series1

Top Gear


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FINDINGS:

AGREE 28.95

DISAGREE 1.75

NEITHER

AGREE OR

DISAGREE 44.74

STRONGLY

AGREE 21.05

STRONGLY

DISAGREE 3.51

28.95

1.75

44.74

21.05

3.51

AGREE

DISAGREE

NEITHER AGREE OR DISAGREE

STRONGLY AGREE

STRONGLY DISAGREE

Lonely Planet


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28.95% of people who buy Lonely Planet are agree that this brand their lifestyle. 1.75% of people are Disagree,44.74% of people are neither agree nor agree,21.05% of people are strongly agree,3.51% of people are stronglydisagree.

INTERPRETATION:Majority readers of Lonely Planet, are neither agree nor disagree so company should change something sothat this

brand will match their lifestyle.

FINDINGS:

2.60% of people who buy BBC K are housewife/housemaker.42.60 % of people are self-employed, 40% ofpeople are service/job, 21.05% of people are student.

INTERPRETATION:

0

20

40

60

Home-maker/house-

wife

self employed

professionals

sevice/job students

2.608695652 42.60869565 40 13.91304348

Home-

maker/house-

wife 2.60869565

self employed

professionals 42.6086957

sevice/job 40

students 13.9130435

BBC K


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Majority readers of BBC K, are self-employed so company should attract more in this segment.

FINDINGS:

7.89% of people who buy Top Gear are housewife/housemaker.55.26 % of people are self-employed, 30.70% ofpeople are service/job, 6.14% of people are student.

INTERPRETATION:Majority readers of Top Gear are self-employed so company should attract more in this segment.

homemaker/housewifeSelf-employed

ProfessionalsService/job Students

Series1 7.89 55.26 30.70 6.14

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Series1

homemaker/housewife 7.89

Self-employed

Professionals 55.26

Service/job 30.70

Students 6.14

Top Gear


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Sushant v3

Documents

Transcript of Sushant v3